The Electronic Retailing Association

Review: The events of the D2C 2017, Las Vegas, 2nd-5th October 2017

The ERA D2C Convention was held at the Wynn Hotel, Las Vegas from 2nd - 5th October 2017

by Julian Oberndörfer

Dark clouds in the sky

Some dark clouds already appeared on the the horizon when we learned that many of our French friends and colleagues were on the Air France Airbus 380 flying from Paris to the US on which an engine exploded, putting their lives in danger.

The aeroplane's crew did not make our colleagues feel that everything was under control and the plane had to be diverted to a military airport in Goose Bay, Canada.

We were happy when we finally received our exhausted French friends after 40 hrs of chaotic travels to join us in Las Vegas.

The flight tracker showing the Air France Airbus 380, with many of our French colleagues on board, diverting to a military airport in Goose Bay, Canada after an engine exploded.

Shocking incident

The Air France incident was unsettling enough, but that very night we had to learn about a horrific and extremely shocking incident in a completely different dimension, just a few blocks away from our hotel at the other end of the Las Vegas Strip.

What appeared initially as a “minor” shoot out, (early reports were two fatalities and some casualties), turned out to be the worst mass shooting in US, or even global, history.

Thankfully, none of our members or attendees were directly involved, however some of us experienced the frightening panic on The Strip or were locked in theatres for security reasons, only able to return to the hotel at 4 in the morning, or had other very unpleasant and frightening experiences.

Unfortunately it seems that such acts of terror will increasingly become part of our regular lifetime experience.

When a tragedy of this enormity happens, words are just not enough. #vegasstrong


We feel strongly with the victims and their families. It is incomprehensible and our feelings cannot be expressed in words. Words are just not enough. #vegasstrong

The show must go on

But life and the show must go on – 2.000 people from all over the world had come to meet in Las Vegas for the D2C Convention 2017 and the show did go on.

The D2C was dominated by new strategies to reach the mobile and multi-channel consumer. The highlight of day one was the Moxie Awards.

The setting for the 2017 Moxie Awards

The Moxies

In his marketer of the year 2017 speech, AJ Khubani shared the success story of the laser shower. This bestseller not only out beat the sales of sugar to Walmarts but, after only a few weeks, sales also rose above the all time champion: bananas!

Very impressive was also the ceremony of the ERA Diamond Legend Award for Bill Guthy and Greg Renker.

We were taken through a 30 year success story recalling the very early stages of our industry, that of Guthy Renker, one of the world's largest DRTV companies, aswell as the personal stories of its founders.

"A true trailblazer in DRTV": Maria Kennedy, Discovery Communication, who received the 2017 Lifetime Achievement Award for her profound impact as one of the most respected direct marketers.

The Lifetime Achievement Award was awarded to Mrs. Maria Kennedy, Senior Vice President, Direct Response and Branded Content Distribution, Discovery Communications.

“Maria Kennedy is a true trailblazer in DRTV. Over the course of her 25+ years in the industry, she has made a profound impact as one of the most respected direct marketers, not just through her work in paid programming and the rebranding of various television networks, but also through her volunteer service and knowledge sharing,” said Poonam Khubani, Chair of the ERA Board of Directors and Vice President, International, at TeleBrands.

The Moxies were rounded off with a charity speech by Martino Cartier. He talked about his and Paula Abdul’s amazing work at Wigs & Wishes and the fabulous projects they have realised.

The Exhibition floor at the D2C Convention, The Wynn, Las Vegas

INTRIGUE opening party

After the Moxie awards, ERA invited everyone to the opening party in the prestigious INTRIGUE club in the Wynn Hotel. Finger food and cocktails were served to the guests who had the opportunity to network to a musical background of lounge rhythms.

The new, improved exhibit floor helped attendees to connect and make deals

The show floor opened on Wednesday with a new and improved exhibit floor. The ERA US created one large area to help increase visibility, provide easy access to booths, and enhance networking opportunities - all to help you connect with the people, products, companies and innovations you need to grow your business. With the Deal Maker's Lounge now in the center of the Exhibit Hall, it was much easier to make connections.

Education sessions

Education sessions featuring proven industry experts and thought leaders were offered on Tuesday and Wednesday.

Lots of fun was had at the 'Cocktails, Cosplay and Karaoke' Asian Style After Work Party, presented by the Asian Committee.

Networking Fun

“Cocktails, Cosplay, and Karaoke” presented by the Asia Committee was the motto of the get together on Wednesday, where companies had a lot of fun.

Also a great networking opportunity was party afterwards, sponsored by Creative Concepts, Lockard & Wechsler, & Phonexa.

The show wound down to its conclusion on Thursday 5th October.

See you all in Miami at the Great Ideas Summit, Feb 25th - 28th, 2018!